July saw Burberry’s brand protection efforts increased from previous years following the decision to destroy £28.6 million worth of surplus stock – leading commentators to fall on either side of the ‘fashion paradox’ (please shareholders by expanding: risk diluting the brand’s exclusive identity and creating excess stock). On the other side of the spectrum, the widening of intellectual property rights in the UK and EU could impact catwalk models who ‘walk the walk’ as ‘performers’ in ‘artistic works’. This is something premium fashion brands may need to start considering. The tug of war between fashion and sustainability has continued and Tiffany & Co’s innovation is set to break the trend in the ‘the bricks and mortar story’. While the US President’s daughter is closing her namesake store, Farfetch is to align itself with Chinese consumers. Finally, technology has been shown to have an impact on employment and marketing… no surprises there!
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